George at Asda has unveiled its Autumn/Winter collection with prices that'll make shoppers smile – starting from just £8 for wardrobe essentials and topping out at £45 for statement outerwear.
The range brings together countryside charm with a dash of western style, featuring everything from quilted paisley jackets to soft checked patterns and relaxed denim pieces.
It's a collection that aims to blend "heritage" chic with current trends.
The fashion retailer has put value at the heart of its offering, making on-trend styles accessible to everyone.
TRENDING
Stories
Videos
Your Say
Shoppers can snap up knitwear for just £22.50, while denim shirts and drawstring trousers offer that perfect balance of "ease and polish".
The "standout" quilted paisley jacket works brilliantly as a layering piece, and there's a classic denim dress that pairs perfectly with boots for that modern countryside look.
For those who love a pop of colour, there's a bright turquoise jumper, while gingham blouses and black wide-leg jeans bring timeless appeal.
The collection also features statement outerwear pieces at £45, positioned as proper investment pieces that won't break the bank.
LATEST DEVELOPMENTS:
'Fashion is now more than ever timeless, ageless, and attainable'
|ASDA
Every item feels designed to be mixed, matched, and made your own.
To showcase the versatile collection, George has brought in supermodel Yasmin Le Bon alongside her daughter, model and DJ Amber Le Bon, as the faces of the campaign.
The mother-daughter duo perfectly demonstrates how these pieces work across generations – with 60-year-old Yasmin proving style knows no age limit, while Amber brings her fresh perspective to the same wardrobe staples.
"I feel like George has something for everyone; fashion is now more than ever timeless, ageless, and attainable," commented Yasmin.
George will make an exciting return to television advertising after a seven-year absence
|ASDA
Her daughter added: "What I love about this George collection is how versatile and wearable it is – every piece feels easy to make your own.
"Shooting with Mama made it even more special; we have such different styles, but we always inspire each other, which shows just how ageless these pieces really are."
The new campaign marks George's return to television advertising after a seven-year absence, introducing its That's George brand platform with a playful Cotswolds cowboy theme.
Shot by photographer Simon Emmett in the countryside, the advert features a charming Shetland pony instead of a traditional horse, bringing humour to the western-inspired concept.
Lucky Generals created the campaign, complete with saloon door moments and classic western standoffs – all relocated to a "lovely, quaint country pub".
The TV spots are supported by eye-catching outdoor advertising featuring bold messages like "Hot Dang" and "Yes Ma'am" alongside clear value highlights such as "the knit's only £22.50", making it fun and easy for customers to spot Asda's latest "must-haves".
Brand director at George, Jill Gate, said: "We've been working hard on resetting our style credentials across our womenswear business, and our brief for Autumn/Winter was to showcase the incredible product offering we have.
"Our first campaign, working together with Lucky Generals, does exactly that in a fun and playful way."
Creative Directors at Lucky Generals, Lee Smith and Nick Bird, added: "We sure had a rootin' tootin' time rustling up this campaign in the frontiers of Stow-on-the-Wild West."
The rollout of Asda's Autumn/Winter collection comes just weeks after Asda proudly launched a "game-changing" clothing range that supports shoppers with additional needs.
The 28-piece line honours the memory of breast cancer campaigner Nicky Newman, who championed "comfortable and affordable" accessible clothing.
The specially designed garments incorporate practical modifications for easy access to medical equipment, and are all priced between £11 and £24.